With the arrival of Black Friday, small and medium entrepreneurs face the challenge of standing out in a market largely dominated by major retailers. For these companies, exploring their competitive advantages and adapting strategies is essential to achieve success during this period.
Ricardo Leite, Director of UOL Host, emphasizes that the proximity of small businesses to their customers is a great opportunity to create exclusive and targeted promotional actions. "It is necessary to be creative and offer personalized deals. Everyone is promoting actions at this time, so it is essential that your campaign stands out and speaks directly to your audience. Take advantage of knowing your customers well. It is no use betting on generic promotions if your audience has specific needs. For example, if you sell handcrafted products, a strategy focused on personalization will probably be more effective than large discounts," explains the executive.
Market data indicates a growth trend in online sales for 2024, with many companies extending their promotional campaigns throughout the month of November.
In marketing, effective communication is essential to attract customers. Preparing specific promotional materials for social media, WhatsApp groups, and websites is essential, as well as using e-commerce platforms that offer personalized newsletters, strengthening the relationship with the audience.
According to Leite, social networks, such as Instagram, TikTok and WhatsApp, are great allies, but keeping the website or virtual store updated and with good usability, with detailed descriptions of the products, their differences and benefits, is essential, as they are the destination of the campaigns.
"Each social network has its own language and interaction format, which allows targeting different audiences accurately during promotional periods," he explains. "On Instagram, for example, visual appeal is essential, and stories and posts with attractive images and videos are effective in capturing attention quickly. On TikTok, short and creative videos with challenges or trends can make a promotion go viral. WhatsApp, in turn, offers more direct and personalized communication, ideal for sending exclusive offers and last-minute promotions," he adds.
Working niches can also be a powerful strategic advantage. By focusing on a specific product you are an expert in, you can position it as the central highlight of your campaign. This not only attracts a highly interested audience but also differentiates your offer from large retailers who typically work with a broad and generic portfolio. By offering something exclusive or hard to find elsewhere, you increase your competitiveness and create a sense of urgency, strengthening the bond with the customer and boosting your chances of conversion during events like Black Friday.
Finally, Leite recommends that all actions be planned in advance, with attractive communication and the selection of products that differentiate the business from the competition. These strategies allow small and medium entrepreneurs to make the most of the opportunities that the date offers.
